Golden brandcuffs — the downside of commitments
You’ve heard of golden handcuffs? They’re a series of payouts timed over a long period—the corporate world’s way of keeping key executives from straying. I don’t have golden handcuffs keeping me here at Bennett Ink. But I do seem to have forged myself a pair of golden brandcuffs.
I was taking some Me Time on Sunday evening. I’d just spent an exhausting three days at a conference. Valuable stuff, but my mental gastank was pinned on E.
Despite that, after the last session ended I had to pound out a speech for a client. I had definitely earned that baseball-watching time.
Maybe, I found myself thinking, maybe that two hours I spent writing for my client could count as my 15 minutes for today? That’s not the commitment I’d made to myself 538 days earlier—I’d promised to count only non-client writing. But I was mentally fried. And there was baseball on the television machine.
And then I saw that Julia Wu, one of the writers in my Writing Unbound class, had posted a piece in our Facebook group and on her Medium blog. A meditation on what makes a brand. The brand examples she cited included this one:
“A writing coach who centers her business around the word daily: daily practice and daily publishing.”
And off the couch I got. So what if it’s a tie ballgame? The Cubs had a 50% chance of losing it, and did I really need to see the Cubs lose again?
Choosing the golden brandcuffs
Now, obviously I forged these golden brandcuffs all by myself; I choose to write and publish daily. But Julia Wu’s salute to my daily habits came at an interesting moment.
The coach I was working with this weekend insists we should spend no more than two hours a week creating content. Although I’ve only committed to 15 minutes a day, I probably average something closer to 30; the longer posts may creep up to an hour. So I’m at upwards of 3.5 hours of content-creation—not counting marketing emails and my Occasional Flashes of Brilliance.
Of course, I could always blog on my own time. Problem is, when you’re a solopreneur, every minute is your “own time.” And this quarter I’m trying to spend at least 20 hours a week having a—what’s it called?—life.
Still, it’s not every day you build a recognizable brand. Maybe it’s worth investing the extra time to maintain it?
I don’t know. What do you think? Scroll down and let me know.
One comment on “Golden brandcuffs — the downside of commitments”
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My two cents:
If the daily posts feel like brand cuffs, you should free yourself. I love reading your posts every day, but any regular publishing schedule is “on brand”. You’ve built your presence on daily writing, not publishing, and the daily posts go way above and beyond. There are many other ways to build your brand and grow your client base (we should talk sometime!).
Of course, you’ll know what decision is right for you. Also: two hours is a totally arbitrary amount of time, but I suppose 15 minutes is a well 🙂